What Display Daily thinks: This isn’t news to us, and it probably isn’t news to anyone with their finger on the pulse of the TV viewing audience. You start putting apps on a device, you get people using those apps. We live in a world where the consumer wants to easily move from one device to the next, and never change their consumption habits.
So, what’s your plan to take advantage of this data? It is probably very hard for someone who is in the “display” business to address the fact that one of the most significant uses of a TV display is to enable listening. The demographic data for these non-TV uses of TVs is skewing heavily towards coming generations. Do you really want to miss out on their future buying habits? I honestly think that the TV set OEMs, and the display companies that seem to be so entwined with this market, can’t quite commit to a world where the TV is as much about something else as it is about viewing.
I would be asking the question: is it worth me pushing my pixels or is it better to focus on the overall functionality of the TV? That could mean adding more smartphone-like features to TVs, such as cameras, and sensors. That could also mean audio features. It could mean well-thought partnerships with the applications makers who drive non-TV usage on TVs. There’s plenty of opportunity to make meaningful change in products. In the meantime, the evolution of the pixel, and the light emitting diodes behind it, will continue at its own pace, subject to the laws of nature. It almost seems as if we are heading towards a convergence of computing monitors and TVs, one indistinguishable from the other from the point of view of the underlying display technology. And all acting like giant smartphone screens.
Look at What People See on Their TV Displays
A recent study by Hub Entertainment reveals that 75% of smart TV owners utilize their devices for functions beyond traditional TV viewing, such as streaming music, controlling smart home appliances, browsing the internet, and engaging in social media. The adoption of these alternative functions varies by age, with 90% of individuals aged 16-34 using non-TV features, while only 55% of those aged 55-74 do the same.
| Non-TV Feature | 2023 Percentage | 2020 Percentage |
|---|---|---|
| Stream from music/audio service | 49% | 27% |
| Mirror or cast another screen onto a smart TV | 38% | 14% |
| Use the web browser on a smart TV | 28% | 16% |
| Check news/weather/traffic via non-video app | 24% | 16% |
| Look at/use social media | 18% | 15% |
| Look at digital photos | 15% | 14% |
| Use a smart TV as a computer monitor | 14% | 10% |
The most popular non-TV function is streaming music or audio services, followed by the practice of mirroring/casting another device’s screen onto the smart TV, which has seen a significant increase in usage over the past three years. Overall, user satisfaction with these non-TV features is high, with over 80% reporting being very or somewhat satisfied.
The study suggests that smart TVs have the potential to become the central hub for various home technologies, including media and smart home management. Consumer electronics manufacturers can tap into this trend to enhance consumer engagement across different content categories and beyond entertainment, thereby playing a pivotal role in daily technology management. Similar to how smartphones have evolved beyond their original functions, smart TVs might also continue to expand their capabilities, presenting opportunities for OEMs, app developers, and marketers.
